Anticipating future trends

- Being competitive and growing your business…requires and understanding of past performance,…current marketplace dynamics, and a future outlook.…This includes your company's brand…and its interaction with competitors and customers.…It's good to start by understanding the history.…What happened in the past and why?…Benefit from these lessons to avoid repeating mistakes.…Here's a framework you can use…when you research marketplace history.…In the top row, fill in your brand and competitors.…

The number of competitors you see here…is just to illustrate.…You may have any number of competitors.…In the left column, use the prompts to fill…in historical information for your brand and competition.…Here are just a couple of examples.…Market share, business size,…and media spend.…Once you complete your historical research,…you're ready to assess current trends.…You can use the same framework we just reviewed…to fill in a snapshot of what's happening today.…

I've included an exercise file…with this framework and additional examples…

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Author

Released

8/28/2017

Explore tactics and strategies to help you market your services and products to other business more effectively. In this course, Dina Shapiro covers the essentials of business-to-business (B2B) marketing, providing you with what you need to know to create relevant, impactful marketing for B2B brands. Dina explains what defines B2B marketing, and how it differs from consumer marketing. She covers how to set objectives, avoid mistakes, and benchmark your efforts against your competition. Dina shares how to research and better understand your marketplace and competitors, as well as how to develop a winning marketing strategy—providing specific tactics you can implement immediately. To wrap up the course, she discusses the importance of measuring your efforts, and the benefits of using a CRM system.